Jason Dunn of Facedown Records
Written By: Jameson Ketchum

ave you noticed a pattern lately? A pattern looking something like all your favorite metal and hardcore bands being signed to the same label? It’s not a coincidence, its Facedown Records, the powerhouse label that seems to be quickly taking over the metal scene one epic act at a time. Not to say that this was a successful overnight endeavor, president of Facedown, Jason Dunn, has been hard at work for over a decade perfecting this brand that bands are so proud to slap on their albums. In a scene where labels aren’t delivering and faith seems to be wavering, Facedown holds strong and encourages you to do the same. Dunn explains a bit about the origins of Facedown Records as well as what it takes to make it in this business.

So you were in the band No Innocent Victim when you started up Facedown Records. Walk us through that decision and maybe your first year with the label.

Jason Dunn: I joined No Innocent Victim in 1996. I was 17 at the time and still had a year left of high school. I started Facedown as a mailorder distro in 1996 and sold friends bands CDs, records and tapes through the NIV mailorder and at our shows. Then in late 1997 Facedown became a label and started putting out albums. In 2000 it became my full time job as it required way more time than I could commit to it as a part time hobby. No Innocent Victim was not on Facedown until 2005 when we put out our album “To Burn Again”. Before that we put out albums on Victory Records and Rescue Records.

What would you say was your big break as a label?

JD: I often refer to signing Overcome as our first big break. They had put out two albums on Solid State / Tooth and Nail and were released from their contract. I met them through touring with NIV and became friends and they decided to give me a shot and let me put out some releases for them. It instantly put Facedown Records out where people would see it by having a known band on the label. That then lead to us developing Figure Four which eventually merged into Comeback Kid and the rest is history. That was the first wave of developing bands though, with a lot of great bands in between that I did not mention.

It’s been said that Strike First, Facedown’s first imprint, acts as a sort of boot camp for Facedown. Can you expand a bit on this?

JD: We started Strike First Records in 2003 as a way to work with more young bands that we could put on Facedown. It became a sort of Minor Leagues of Facedown. It gives us the ability to sign young bands that might have very little tour experience and it gives them the tools, opportunities and resources to take their bands to a higher level than they could do on their own.

Tell us about your motto, “More than Sound”.

JD: More Than Sound is our desire to bring more to the music community and world than just sound, bands, etc… As Christians we want to make real impacts in the lives of those who are less fortunate and have needs that can be met.  Each month we spotlight a different non-profit organization on our website (we call them our “featured Samaritan”) and a portion of all the online store sales go to benefit that organization as well. We are also hoping to be able to put together benefit shows, tours and events and also arrange community service outreaches. Make sure to check out our website and click on “More Than Sound” to learn more about this. It’s a very exciting part of what Facedown is.

Unlike some other labels that seem to waver sometimes when it comes to really representing their faith, your label’s bands are just so up front about it, in a good way. Was this something that has been there from the beginning?

JD: We have never been ashamed to be known as a Christian label.  I think people have known that from the early days. We have always signed bands that are made up of believers. Sometimes they happen to be very outright with their faith and sometimes they present their faith in more quiet ways. I feel like we have a good balance of both (and everything in between) and it really showcases that there are all different parts of the body of Christ. We are not all to be the mouths, some of us are hands (serving others), some are knees (allowing the legs to walk), etc…

So far you have Strike First and Dreamt Music operating under the Facedown flag. Do you see anymore imprints coming in the future and what might they focus on?

JD: I don’t see us taking on any more divisions than we currently have.  Our current setup seems to meet all of the needs that we have as a company and ministry.

In your opinion, why do we still need labels?

JD: Fans need labels because most bands do not have the resources to pay for their own recording, manufacturing, video directors, promotion, etc… So the labels partner with the bands to be able to bring their music to the fans. Some bands have made a lot of press by doing things independently (Radiohead, Nine Inch Nails, etc.) but these are bands that already had HUGE fanbases. This is not really realistic for most bands though. I like to always tell people that by supporting the bands on Facedown through purchasing their music, they are directly supporting their favorite bands. Every time someone buys music from our artists, it creates more opportunities for all of the bands on the label and for the ones in the future.

What is up next for Facedown Records?

JD: We have a very busy 2010 in the works. New albums from War Of Ages, Wrench In The Works, Impending Doom, A Plea For Purging as well as some new bands and some bands that released Strike First debuts last year. It’s looking to be our busiest year yet!

What would you like to say to the bands out there just starting out who dream of being on your label?

JD: Focus on playing music you like and having a purpose with what you do.  Don’t worry about getting signed. Just do your thing, work hard, get out there and play and opportunities will come to you.